Wine Tourism. A Rural Perspective Anna Roncaglia, FH Salzburg, Italy www.tourism-student-conference.com

Agenda Introduction and Problem Definition Research Questions Empirical research Comparative fields Findings and Propositions Limitation to the study Recommendation for future research Conclusion ISCONTOUR 2016

Wine Tourism “Wine tourism is a form of consumer behavior based on the appeal of the wine and wine regions, and a development and marketing strategy for the wine industry and destinations in which wineries and wine related experiences are the dominant attractions”. Getz, D., Dowling, R., Carlsen, J. and Anderson, D. (1999). Critical success factors for wine tourism. International Journal of Wine Marketing, 11 (3), p. 21. ISCONTOUR 2016

Introduction and Problem Definition Rural Tourism: the rediscovery of remote areas Wine tourism as a catalyst: place-based marketing Wine Tourism competitiveness level Comparative case study: Mantua ISCONTOUR 2016

Research Questions RQ1: Which competitive factors influence the touristic development of a non-urban destination? How do wine tourism practices contribute to the visibility of the destination? ISCONTOUR 2016

Research Questions RQ2: To what extent does Mantua have the potential to become a wine tourism destination to increase tourism in its non-urban settings? ISCONTOUR 2016

Comparative fields ISCONTOUR 2016

Research Framework ISCONTOUR 2016

Findings and Propositions (I) ISCONTOUR 2016

Findings and Propositions (II) ISCONTOUR 2016

Findings and Propositions (III) ISCONTOUR 2016

Findings and Propositions (IV) ISCONTOUR 2016

Limitation to the study Limited availability of partners Location of partner’s businesses Mantua as a single case study Translation of the interviews Tendency to speak about own company: frequent changes in the questions ISCONTOUR 2016

Future Research Focus on the Image of the Italian wine sector worldwide Integration of other stakeholders: Local community perception and visitors’ perspective Gender perspective Mantua Capital of Culture 2016 ISCONTOUR 2016

From an “Area of Production” to an Conclusion Strong and strategic partnerships Maintaining the focus on the territory Communication flow between the stakeholders Visibility for Mantua rural areas: ACHIEVABLE! From an “Area of Production” to an “Area of Promotion”… ISCONTOUR 2016

Thank you for your attention! Anna Roncaglia, FH Salzburg, Italy www.tourism-student-conference.com